Wonderbly is the Dragon's Den business that sells personalised storybooks.
The company creates books in which a child can appear as the central character, with personal details such as a name incorporated into the story. This customisation distinguishes Wonderbly from conventional mass-produced children's books.
The business was originally known as Lost My Name. It appeared on Dragon's Den before adopting the Wonderbly name, making the earlier identity an important detail in the company's history.
Wonderbly is sometimes mixed up with Trunki or Tangle Teezer because all became recognisable products associated with the programme. Their markets are different: Wonderbly focuses on personalised books, Trunki on children's luggage and Tangle Teezer on hair care.